Guinness has unveiled another project to celebrate its legendary black stout. The Irish beer brand has collaborated with Jason Bruges Studio and a team of creative minds to develop a “breathing” pint monument to the iconic drink. The 3.6-meter, 2-ton statue, which is more like a totemic symbol than a pint, has been displayed at the Guinness Storehouse in Dublin.

Guinness has released a new commercial as part of its ongoing “Made of More” campaign, which encourages consumers to reveal their talents, boldness and desire to achieve new heights, doing more to become more. The first ad unveiled during the promotion, which is rolling out in GB and Ireland, is  “Cloud” (it was released back in fall 2012) and the latest one is “Clock”—it aired on January 18 on the digital platform and arrives in cinemas and on TV on January 24.

Guinness is sharing its assets with public in a totally new and stunning way—the brand has opened an interactive exhibition at the Guinness Storehouse in Dublin, allowing Guinness aficionados to learn more about the brand from the world’s largest high-definition interactive screen and tap into the rich brand experience. The new “Guinness Global” space is located on the fourth floor of the facility.

When you eat out, the environment of the space and cooking service is as much important as the quality of food. Nestlé Professional, the Nestlé business that supplies the food and beverage service out-of-home industry, has committed to help younger generation of chiefs learn more about nutrition through the new interactive programme ‘Toque d’Or NHW,’ which is available for the United Kingdom and Ireland aspiring professionals.

The biggest cinema fan in the beer family, Stella Artois in partnership with film platform MUBI is kicking off another project revolving around the cinematic theme, which comes as an addition to a range of similar initiatives launched in the previous years. The new project is not related to the Cannes Film Festival as might be expected (being the official sponsor of the event, each year the brand launches a campaign ahead of the festival, which is traditionally hosted in May), and is more like a spin-off of a successful initiative, launched by the brand in summer 2011.